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When Tim Jackson landed in Australia he had his work cut out for him. Tim is Masi Bicycle’s brand manager and he was “down under” to launch the brand....
That’s not to say there were no Masi bikes being sold in Australia, but you’d need a micrometer to measure a market share that small. So what’s a challenger brand owner to do?
First: Define yourself for yourself - and no one else. Tim and Masi bikes have a self-referential identity, which means they don’t modify it very much for the rest of the world. Instead he’s confident enough to invite the world to partake of the unaltered Masi brand.
Tim writes, “I am a life-long, dyed in the wool jersey bicycle geek. I am now living out a dream as the Brand Manager of the bike I lusted after since I was 12 years old; Masi Bicycles. If you ever saw the movie 'Breaking Away', then you probably recognize the name Masi as the bike ridden by the movie's hero, Dave. Since seeing that movie in 1982, I have been a compulsive bike geek with little hope of salvation.”
It’s tempting to let the market define you, your products, and your company – especially when you are an unknown entity. But do so and you lose your difference.
When Cirque du Soleil first ventured beyond the friendly confines of French Canada to perform for U.S. audiences, they changed their name to “Circus of the Sun”. Why? “Well, U.S. audiences might not like our French name.” Shudders! Cirque du Soleil quickly learned the wisdom being true to their difference.
Second: Stay close to your “hard core” users. In Tim’s case this means the Masi Bike community, in particular, and the bike geek community, in general. Tim wades right into these communities looking for arguments, hugs, and beer parties. Why? So he can hear and help lead the conversation. It’s not surprising to see that he blogs and invites the raving fans and ranting critics into his conversation. So when Tim landed among the Aussies, he already knew how to speak bike geek with a distinct “Masi accent.”
Third: Never settle! Challenger brand owners know there’s no victory in achieving a “They’re OK” preference. They won’t rest until they convert all whom they encounter into “I didn’t know what I was missing!”, “Now I can die happy!”, “I want a tattoo of your logo!” fanatics.
How do you achieve THAT? Simple: Let your passion show. Don’t tame it with market research, brochures, and PR releases. Treat it like a wild lion and let it out of its cage. Tim’s very good at that.
In fact, that kind of passion can attract and convince even before the brand is experienced. Here’s a quote from one of those Aussie store managers who bought a Masi frame based solely on Tim’s passionate recommendation:
“I knew this was going to be an amazing bike to ride from the talk you gave at the Masi show in Brisbane. It delivers everything you promised and a whole lot more… I want to say thank you for giving me an opportunity to experience the best frame on the marketplace.”
A challenger brand manager’s work is never done. And the final chapter of Masi Bicycles reinvention has not yet been written. But Tim Jackson is a brand challenger from which we could all learn a thing or two.
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Comments
Dang! Wow, you make me sound way more smarterer than I really am (I'll have that check in the mail later today- my hand is getting sore from writing all those zeros on the check). You are way too kind!
Yes, I am a passionate bike geek living out a dream. From the moment I decided I wanted to work in the bike industry and not just ride bikes, I wanted to do what I am doing now- I just never even fantasized that it would be with this brand. That makes what I do feel like breathing; totally easy and without thought.
I end up getting involved in lots of marketing discussions these days (which I feel very privileged to do, by the way) and the thing I always try to point out to people is that the magic is in the dialog. It helps if you believe it and feel it, but simply engaging in dialog with people will engage them in your brand. If YOU aren't talking to your customers or potential customers, you can bet that somebody else is. Wouldn't you prefer to engage them and get them to make a personal investment?
I'm lucky and I know it. I am doing something that taps into a lifelong passion, but anybody can do the same sorts of things. Investing the time and having a little patience will pay you back in the end.
Thank you Michael for making me look pretty darned good.
Posted by: Tim Jackson | 06.14.06
"I am a life-long, dyed in the wool jersey bicycle geek. I am now living out a dream as the Brand Manager of the bike I lusted after since I was 12 years old; Masi Bicycles. If you ever saw the movie 'Breaking Away', then you probably recognize the name Masi as the bike ridden by the movie's hero, Dave. Since seeing that movie in 1982, I have been a compulsive bike geek with little hope of salvation."
Michael you stole my thunder as I was thinking about relating how Tim's passion for Masi bikes and his being a blogger is such a great promotional tool for the bike-maker.
This is what companies need to find a way to keep doing, finding the people that are PASSIONATE about their products, and then give them the tools they need to be EMPOWERED marketers for their company. Just as important, is to stay true to your passion, as you write about here.
Another great post!
Posted by: Mack Collier | 06.14.06
My 2 cents .. what makes TheMasiGuy blog successful is that along with Tim's passion for the product and sport he writes well, knows his customer base and he's generous about writing/linking to customers and others in the space. As Mack would say, "Tim is building community." Tim you are very smart!
Posted by: Toby | 06.14.06
Ah shucks... thanks again to all.
Yes, community is a big part of the equation. I want to create a place for people to go to feel connected to the brand. I take a beating for it some times, but that is part of the territory in my opinion.
Honestly, I really do love it when I get to point to examples of shops, consumers and other folks reading the blog and mentioning something they liked or related to- whether it is about the bikes or one of my many personal ramblings.
Posted by: Tim Jackson | 06.14.06
Toby -- I completely agree. The most successful bloggers are generous people, in my mind.
It seems that the flip side to "never settle," "define yourself," and "stay close to your biggest fans" is that your passion and focus will probably piss some people off -- people who (in your mind) might be potential customers. I'm guessing that's where a lot of businesses can get into trouble -- suddenly finding themselves trying to embrace everyone in their market, when the key is to narrow your field when necessary.
Posted by: Ann Handley | 06.14.06
Great comments everyone. Lots to learn.
Ann, your point is exactly what I think clients need to "own" if they are going to suceed.
The mediocre middle is where you don't piss any one off, you just teach them to be indifferent about your brand and products. Not a good place to be.
Posted by: Michael Wagner | 06.14.06
"Let your passion show...Treat it like a wild lion and let it out of its cage. Tim’s very good at that."
This is a great post about someone that I learn from all the time. Tim is passionate in his writing for sure, but you all really must see him in person to fully understand the passion for what he does every day. Come to a trade show where the arms are going, the eyes are large and focused just on you and the words are flowing at a rapid rate. Like a "wild lion" for sure. This isn't just a job to Tim. This is a way of life.
Companies can try to mimic his successes but not all will be able to accomplish this because they, too, will need employee evangelists to interact with their customers. That is hard to find.
Posted by: Donna Tocci | 06.16.06
Donna, I really want to see Tim in action.
Your description of Tim reminds me of a famous statement by a 19th century preacher as he taught young preachers, "people will come to watch you burn."
There is attraction in passion.
Posted by: Michael Wagner | 06.16.06
Jeez, I am blushing big time.
Donna failed to mention the food and spittle flying from my mouth as I try to eat my lunch or dinner at the same time, giving line presentations to 4 or 5 customers at the same time... while members of the cycling press stand at a safe distance waiting to ask a few questions. Since I'm the one and only Masi employee and I'm "the Masiguy" I man my booth for the duration of the tradeshows solo. I almost never feel tired though because tradeshows get me really revved up- I love to preach to my followers (as Mike would say).
Really, thank you for the generosity here.
Posted by: Tim Jackson | 06.16.06
Love this, Donna:
"This isn't just a job to Tim. This is a way of life."
...and loved your quote, Michael. (And Tim: thanks for the visual!)
I'll take passionate over competence w/o passion any day...!
Posted by: Ann Handley | 06.16.06
Anyone up for a picture of "passion" and "competence" resulting in "beauty"?
Google "Ronaldinho" and "make the ball happy".
Posted by: Michael Wagner | 06.16.06
"Companies can try to mimic his successes but not all will be able to accomplish this because they, too, will need employee evangelists to interact with their customers. That is hard to find."
They are, but the evangelists are out there. It's up to companies to follow Masi's lead and find their passionate users, and put them in a position to convey that passion to other customers.
It's all about finding your evangelists, and then empowering them to market for you.
Posted by: Mack Collier | 06.17.06